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Archivo del Autor: Belen De Leon

The Fight Over California's Emissions Rules Just Got Real

The Trump administration plans to revoke California’s authority to set regulations for vehicle fuel economy and emissions, likely setting up a court fight.
Source: Wired

The mounting evidence that the Pixelbook 2 will launch at Google’s Oct. 15 event

It’s possible the Pixelbook 2 may be launched sooner than we think.
Source: Digital trends

How to profit from valuable peer referrals hiding in Slack

Brands are often left to act like the person who searches for their keys under the streetlight simply because that is where the light is better. However, when brand marketers focus only on engaging with the customers they can more easily see — where online activity is visible — they risk overlooking the valuable opportunities hiding in darker spaces.

One of the most valuable of those dark web spaces is in the realm of what we call “microbrowsers� — the messaging apps like Slack, WhatsApp and WeChat. We call them microbrowsers because they display miniature previews of web pages inside private message discussions. These previews, also known as ‘unfurled links’, create your brand’s first impression and play a big role in whether or not the person on the receiving end will click through to buy, or read or engage.

Google Analytics lumps all microbrowser-generated web traffic into the ‘Direct’ bucket, which we often just ignore. This means we look for customers where we know how to create campaigns easily — on Facebook, Twitter and Instagram, and buying Google Ad Words.

And as more people rely more heavily on messaging apps for primary communication, these link previews from microbrowsers are becoming the leading segment of your direct traffic visitors. In Cloudinary’s 2019 State of Visual Media Report, which drew on data from more than 700 customers and 200 billion transactions, we found that 77% of link sharing in Slack occurs during working hours and that the vast majority of the click-throughs are reported as ‘direct’ traffic. The rise of microbrowsers gives us an opportunity to engage and attract customers through word of mouth discussions.

The good news is that the ‘leads’ that microbrowsers send to your brand site are usually highly qualified and close to the bottom of the traditional sales pipeline funnel. When consumers arrive on your site they are often ready and eager to buy (or read, view and listen to your content).

Whether it be for sneakers, tickets to a concert, a birthday gift idea, or an article to read — a trusted peer recommendation typically happens in that fleeting moment when the appetite to buy is right now. That isn’t just valuable, it’s the holy freaking grail!

Top tips for creating links that engage

GettyImages 952111924

Image via Getty Images / drogatnev

The way to get the most value from microbrowser traffic is by helping along this peer influencing that happens in the dark. By creating compelling, informative links with images, video and text information specifically for microbrowsers, you increase the likelihood that peer-to-peer recommendations in groups convert into sales and reads.

What follows are some top tips to ensure that the links unfurling within microbrowsers have the greatest impact.

First, remember the golden rule: your audience is human. When creating content for microbrowsers, design it for humans, not machines.


Source: TechCrunch

Lunchclub raises $4M from a16z for its AI warm intro service

There are apps out there that help you find friends, find dates and find your distant family histories, but when it comes to “growing your professional network,” the options are shockingly bad, we’re talking LinkedIn here.

Lunchclub is a startup that’s looking to help users navigate finding new connections inside specific industries. The company has recently closed a $4 million seed round led by Andreessen Horowitz with other investments coming in from Quora’s co-founder, the Robinhood cofounders, and Flexport’s cofounders.

The app follows in the footsteps of others that aimed to be dating app-like marketplaces for growing out your professional network via 1:1 lunch and coffee meetings. Lunchclub is more focused on setting up a handful of meetings for users that have a specific goal in mind. Lunchclub is aiming to be your warm intro and connect you with other users via email that can assist you in your professional goals.

When you’re on-boarded to the service, you are asked to highlight some “objectives” that you might have and this is where the app really makes its goals clear. Options include, “raise funding,” “find a co-founder or parter,” “explore other companies,” and “brainstorm with peers.” These objectives are pretty explicit and complementary, i.e. for every “raise funding” objective, there’s an “invest” option.

There isn’t a ton being asked for on the part of the user when it comes to building up the data on their profile, Lunchclub is hoping to get most of the data that they need from the rest of the web.

“Our view is that there’s tons of data already out there,” Lunchclub CEO Vlad Novakovski told TechCrunch in an interview. “Anything that comes from the existing social networks, be in things like Twitter, be it things that are more specific to what people might be working on, like Github or Dribble or AngelList — all of those data sources are in the public domain and are fair game.”

Lunchclub’s sell is that they can learn from what matches are successful via user feedback and use that to hone further matches. Novakovski most previously was the CTO of Euclid Analytics which WeWork acquired in 2017. Previous to that, he led the machine learning team at Quora.

The web app, which currently has a lengthy-waitlist, is available for users in seven cities including the SF Bay Area, Los Angeles, New York, Boston, Austin, Seattle and London.

Lunchclub

Co-founders Vlad Novakovski, Scott Wu and Hayley Leibson


Source: TechCrunch

California Governor Gavin Newsom signs gig worker bill AB-5 into law

California Governor Gavin Newsom has signed into law gig worker protections bill AB-5. This comes shortly after AB-5 passed in the California State Assembly and Senate.

“Today, we are disrupting the status quo and taking a bold step forward to rebuild our middle class and reshape the future of workers as we know it,� bill author and Assemblyperson Lorena Gonzalez said in a statement. “As one of the strongest economies in the world, California is now setting the global standard for worker protections for other states and countries to follow.�

AB-5 will help to ensure gig economy workers are entitled to minimum wage, workers’ compensation and other benefits by requiring employers to apply the ABC test. The bill, first introduced in December 2018, aims to codify the ruling established in Dynamex Operations West, Inc. v Superior Court of Los Angeles. In that case, the court applied the ABC test and decided Dynamex wrongfully classified its workers as independent contractors.

According to the ABC test, in order for a hiring entity to legally classify a worker as an independent contractor, it must prove the worker is free from the control and direction of the hiring entity, performs work outside the scope of the entity’s business and is regularly engaged in work of some independently established trade or other similar business.

“We agree with Gov. Newsom that California still has an opportunity to support the overwhelming majority of rideshare drivers who want a thoughtful solution that balances flexibility with earnings guarantees and protections,” Lyft spokesperson Adrian Durbin said in a statement to TechCrunch. “We are confident that with his leadership we can reach a historic agreement, but if necessary we are prepared to take this issue to the voters to preserve the freedom and access drivers and passengers want.â€�

Last week, Uber made it clear it plans to do whatever it takes to keep its drivers independent contractors.

“We will continue to advocate for a compromise agreement,� Uber Chief Legal Officer Tony West said on a press call last week.

As Uber outlined last month, the company is pushing for a framework that would establish a guaranteed earnings minimum while on a trip, offer portable benefits and enable drivers to “have a collective voice.�

He went on to say that Uber is continuing to explore several legal and political options to lay the groundwork for a statewide ballot initiative in 2020. Uber and Lyft announced a $60 million joint initiative last month, and now West is saying Uber is open to investing even more money in that committee account.

“This is not our first choice,� West said. “At the same time, we need to make sure we are exploring all options and all alternatives to put forward a framework that works for the 21st-century economy, and we believe we have a framework that does that.�

Despite opposition from Uber and other gig economy companies, the law will go into effect January 1, 2020.


Source: TechCrunch

Out of the box influencer strategies to accelerate awareness for your startup

For new brands, growing awareness and gaining the trust and credibility of consumers are two of the most important yet challenging marketing objectives. As an added constraint, most startups don’t have the budgetary flexibility to activate mega-influencers and celebrities that have national attention at their fingertips. However, new research from ACTIVATE found that smaller-tier, more accessible influencers are a top choice for marketers – they enable brands to tap into niche communities and offer superior engagement rates.

Surveying over 110 brand marketers, PR professionals, social media managers and agency executives, we found that 64 percent of marketers are choosing to utilize micro-influencers very often, as opposed to larger creators, mega influencers and celebrities. We also found that more than 44 percent of marketers are repurposing influencer-created content following a sponsorship, a practice that extends the ROI of an influencer campaign and can help startups attain valuable visual assets for future marketing use.

While mega-influencer content rights are often negotiated to steep rates, those of smaller tier influencers are more affordable, as the influencers themselves also benefit from the added exposure.

With this in mind, when developing an influencer campaign, it’s critical not to feel constrained to the most popular creators, and instead think out of the box and consider what factors will be most important to the audience you’re specifically trying to reach. When being thoughtful about how you’re implementing influencers, smaller creators can be just as impactful as their larger counterparts.

Let’s go through some of the most impactful emerging influencer strategies, to grow awareness, without growing debt.

Key influencer casting strategies to drive targeted impact


Source: TechCrunch

Amazon Cracks Down on Third-Party Apps Over Privacy Violations

Amazon sellers use the apps to do business more efficiently, but they can also access shoppers’ personal information.
Source: Wired

The Myth of Technophobia

Opinion: From the telegraph to cars, we’ve never feared tech as much as we think we have.
Source: Wired

Richard Stallman and the Fall of the Clueless Nerd

The controversial pioneer of free software resigned from MIT over his remarks on Jeffrey Epstein and Marvin Minsky. Stallman won’t be the last.
Source: Wired

Today’s Cartoon: Deselect Giant Snake

The privacy settings are in Python.
Source: Wired

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